Company / division: Pinterest
The ANA represents 1000 large advertisers including many of the largest companies in the US, so what it says definitely counts for something when it comes to advertising policy. And in this case it’s saying that it wants other big tech companies to submit to outside audits alongside Facebook and Google, who have already committed to do so. Strangely, Instagram is on the list anyway, alongside other independent names like Twitter and Snapchat. There really seems to be increasing pressure from advertisers for transparency and consistency, and this was one of the themes of P&G exec Marc Pritchard’s talk a few weeks back in which he called on the ad industry to do better on several fronts.
I don’t follow Pinterest closely, but this has been a long-anticipated change to its ad products, and an important one – search advertising continues to be the best way to deliver the killer combination of timeliness and relevance to a user. Most of Pinterest’s ad products so far have been focused on relevance – pins within the context of a topic-based board or within the overall feed of new content, which are somehow related to other things the user has looked at or pinned recently. This move also reinforces the idea that search is in some specific categories migrating off general purpose search engines and into specialized ones, with Amazon and shopping being the most prominent example. The article says that Pinterest sees two billion searches a month already, and that’s a massive base to insert ads into.
via Marketing Land